Marketing Plan Assignment Part 2 - Business Administration 162 - Principles of Marketing - Cardona

Review and Understand Your Assignment

The purpose of this stepwise assignment is to provide an opportunity to play the role of marketing manager and gain valuable, first-hand experience in writing, organizing, and polishing a marketing plan.

In this second part, you will focus on customer behavior to develop marketing strategies to meet their needs. This includes:

what level of involvement will customer's have with your product like when they need it, why they might buy it, effort to find it, etc.
digital marketing and e-marketing strategy

For Personal Consumers

what interpersonal (cultural, sociological, and family) factors impact consumer buying for your products and its importance
how do personal determinants (internal, distinctive needs, motives, perceptions, attitudes, learned responses, and self-concepts) affect your marketing decisions and its importance

For Business Consumers

what environmental (economic, political, regulatory, competitive, and technological) factors impact consumer buying for your products and its importance
how do organizational, interpersonal, and individual affect the buying center
what are the concerns of businesses buying a good or service like yours

Consumer Behavior Resources

ABI/INFORM Collection
Use the search box with the factor you are looking for AND your product or product category to find out about influences.
For example: vaping AND interpersonal to find out about how consumers think of vaping based on personal relationships.
Psychology Database (ProQuest)
Use the search box with the factor you are looking for AND your product or product category to find out about influences.
For example: smoking AND (cultural influence) to learn about cigarette marketing from a cultural standpoint.

Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior
Use "Search Within This Publication" box for factors by keyword. For example: interpersonal, cultural, organizational, etc.
American Time Use Survey (ATUS)
The American Time Use Survey (ATUS) measures the amount of time people spend doing various activities, such as paid work, childcare, volunteering, and socializing.
Topics via Pew Research Center
Browse trends and attitudes by topic or use the search box for product or industry information by keyword.
Data from BLS Consumer Expenditure Survey
Search consumer group AND product to find data about consumer buying.
For example: women AND vaping
Consumer Surveys - Charts by University of Michigan
Review chart topics for consumer surveys. View also tables in navigation menu. Survey data comes from a simple random sample selected from a list of all possible cell telephone numbers in the 48 coterminous States and the District of Columbia to yield a sample that is nationally representative.

Adapted from UC Boulder LibGuide.